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Hitachi Data System: The Hype and the Hope


Engage the general management audience of various industries in a conversation on the utility of big data and their business challenges around the topic.

The Economist Solution

The hope and the hype, a custom content and event programme where business managers could learn about big data, and discuss the topic with peers and industry experts.

Programme Components

  • Pulse survey of 500 business executives in the APAC region
  • Executive summary with top line survey analysis
  • Infographics that presented the story in an engaging format
  • Benchmarking tool where target audience could compare their views with those of the survey, and provided Hitachi Data Systems (HDS) with quick insights on public opinion
  • EIU editor presentation at HDS events in both Hong Kong and Singapore
  • Translation to Simplified Chinese
  • Promotional links on EIU channels to amplify
  • Advertising on The Economist online and Digital editions as traffic drivers


  • Reached more than 2 million Economist users
  • 180 key customers and partners participated in 7 custom bespoke events
  • Lead generation with over 1,000 visitors to HDS microsites
  • Over 390 registrations for full report download
  • Over 260 pieces of media coverage across 8 core markets, including Bloomberg TV, Sky Business News and The Times of India
  • Over 110 tweets, reaching 81,400 audience with 181,200 impressions